Design Thinking in Action: Insights from the field

A question I often get is, how do we put Design Thinking into practice? This is a complex question to answer because Design Thinking is flexible and can be applied in many ways so, context is important. In this article, I attempt to answer this question with specific examples from the field. The Stages of […]

Empathy: Why It Needs To Be Part Of Your Competitive Strategy

Lately, terms like “human-centered” and “customer-centric” are becoming part of business lingo. These terms call for companies to examine their business from the perspective of their customers, to understand the challenges of the people they serve, to see the world through the eyes of their customers. In other words, there is a growing call for […]

Failed? Why you need to share your failure story

  Design thinking encourages failure because failure is a critical step on the road to success. Most of our lives, we have been trained to believe that failing is bad. We have been conditioned to avoid failure and somewhere along the way we have learned to associate failing at something to mean the same thing as […]

Design Thinking Process Models: Which Process Model Should I Use?

A question that emerges when discussing adopting a design thinking approach is, which process model should we use. Several different process models are available (see IDEO’s HCD Process,’s 5 Stage Process, the Double Diamond Process from the UK Design Council) and it can be confusing trying to figure out which process to follow. So, […]

Design Thinking is NOT…Three Misconceptions Addressed

  Design thinking has become a familiar concept in the business world with more and more companies adopting this approach to improve innovation and drive change. Yet, there appear to be some misconceptions about design thinking. So, let’s clear up a few misconceptions about design thinking. 1. Design thinking is NOT about artistic skills. When […]